Sandwiched between the Gotham of the Lone Star State–Dallas and Fort Worth–stands the $753 million Texas Trust Credit Union, which recently launched an aggressive growth plan in one of the nation’s largest and most competitive marketplaces dominated by big banks.

Consumer backlash against bank fees, coupled with poor service and unmet customer expectations, has fueled increases in defection rates among customers of large, regional and midsize banks, according to the J.D. Power and Associates 2012 U.S. Bank Customer Switching and Acquisition Study.

If more people transfer their accounts to credit unions because of Bank Transfer Day. it could be a mixed blessing for some credit unions. However, that’s a problem many credit unions would be glad to worry about.